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To Analyse the Impact of Digital Technology on Business Activity - H&M

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Added on  2020-10-04

To Analyse the Impact of Digital Technology on Business Activity - H&M

   Added on 2020-10-04

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RESEARCHPROJECT
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Table of ContentsCHAPTER 1: INTRODUCTION ...................................................................................................1CHAPTER 2: LITERATURE REVIEW.........................................................................................52.1 Introduction...........................................................................................................................52.2 Literature Review..................................................................................................................5CHAPTER 3: METHODOLOGY.................................................................................................123.1 Research approaches...........................................................................................................123.2 Methodologies.....................................................................................................................133.3 Research methods................................................................................................................153.4 Research philosophy...........................................................................................................153.5 Research Design..................................................................................................................16CHAPTER 4: DATA COLLECTION AND ANALYSIS ...........................................................184.1 Data collection....................................................................................................................184.2 Data presentation, analysis and discussion.........................................................................18CHAPTER 5: CONCLUSION AND RECOMMENDATIONS ..................................................365.1 Conclusion...........................................................................................................................365.2 Recommendations...............................................................................................................36CHAPTER 6: PERSONAL REFLECTIVE STATEMENT..........................................................386.1 Areas for further research....................................................................................................38REFERENCES..............................................................................................................................39
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Title:To analyse the impact of digital technology on business activity. A study on H&M.CHAPTER 1: INTRODUCTION Overview of ResearchDigital technology refers to use of the digital resource to search, analyse,develop, communicate and also use the information in digital context in an effectivemanner. In this modern era, digital businesses use the technology in order to developthe new value in models of business, consumer experience and internal capabilitieswhich support core operations. The people are spend money online for shifted businessto digital sources of revenue and digital channels (Barnes, 2013). Development of digitaleconomy made the people familiar with the digital services as well as products whichhas driven the organisations to seek towards the new competitive benefits in digitalspace. The digital business develop competitive edges which are based on the uniquecombination of the physical and digital resources. The organisations use different kindsof digital tools in their business for an instance social media, mobile technology, clodcomputing and many others. Among all the tools, social media technology is one of theeffective technology that help an organisation to conduct the marketing activities in aneffective manner. The social media technology is use of the social media platforms forpromoting the service or product. Under this, many of the social media platforms have built- in the data analyticstools that enable the organisation to track success, progress and engagement ofadvertisement campaigns. With the help of using social media marketing, firms canaddress range of the stakeholders such as customers, employees, general public,bloggers and many others (Berthon and et. al., 2012). While using the social mediamarketing, company can allow the internet users as well as consumers to post user-generated content for an instance reviews on products, online comments and manyothers. Under this, social media marketing is one of the most powerful way for thebusiness of all sized in order to reach consumers and prospects.Background of ResearchSocial media technology refers to procedure of gaining an attention by socialmedia sites. It is form of the internet marketing that includes developing as well assharing the content on the social media networks in context to attain marketing and1
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branding objectives. It consists the activities for an instance image updates, postingtext, videos and some of the other content that help in drive engagement of audienceand paid the social media advertising (Broadbent, 2016). With the help of using socialmedia marketing, company can promote its services and products in an effectivemanner. H&M is multinational clothing retail firm that is known for the fast- fashionclothing for women, children, men and teenagers. It operate its companies in around 62countries with more that 4500 stores. It is second- largest global retailer of clothing andhas online presence in almost 33 countries. This company has active social mediapresence of all main networks consisting Twitter, Instagram, Facebook and LinkedIn. Ithave various profiles which dedicated to various geographical locations it have outlets.With the help of using different social media tool, company can grab attention of largenumber of consumers in different markets. In this present time, social media is mostnecessary platform for all brands. The H&M has developed its presence to the 11 newmarkets last year and reaching total of the 35 markets by using e- commerce. For theeffective marketing of products and services, this company has used the digital media.The social media is helpful in attract the new consumers and also retain old. On theother hand, H&M has largest audience on the social media and also most engaging aswell as talked about fast fashion brands. Research Aim & ObjectivesThis investigation take in to consideration aim “To analyse the impact of socialmedia technology on marketing activities of organisation.” A study on H&M. Related to aim of research, there are some objectives mention below:To understand the concept of social media technology.To identify different methods used by H&M for performing marketing activities.To determine the impact of social media technology on marketing activities ofH&M.To analyse the role of social media technology in enhancing the sales and valueof H&M.Research questions2
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Under this, investigator is responsible to explain research questions in a propermanner by providing proper guidance to finish the research work (Chae and Ko, 2016).Under this, research questions are based on the research objectives:Do you understand the concept of social media technology?What are the several methods that are used by H&M for performing marketingactivities?Explain the impact of social media technology over marketing activities of H&M?What is the role of social media technology in enhancing sales and value ofH&M?Reasons for choosing this research projectThis investigation in to consideration on analyse the impact of social mediatechnology on marketing activities of organisation. It is regarded as valuable in naturewhen it comes to the certain purpose. The major reason behind conduct aninvestigation is to identify way under which the social media technology support anorganisation for make improvement in it marketing activities which help in supportattaining the more market share along with profit level (Chae, Ko amd Han, 2015).Presently, H&M facing the some problems related with the negative publicity overdifferent social media sites because of comments received from dissatisfied consumers.Through conducting this investigation, organisation can determine effective ways toovercome from them. On the other hand, this research will help of a learner to increaseits knowledge related to the various ways under which the social media aids firm to ginthe success in competitive market. From conducting this investigation, learner can ableto perform the research activities in future related to any specific area. It will help incareer in future. Activities and timescalesFor conduct this investigation, there are many activities in research which needto be performed in a systematic manner. Under this, it is a responsibility of aninvestigator to arrange activities on the basis of set time period (Christodoulides,Jevons and Bonhomme, 2012). It will help a researcher to completing an investigationwith in given period of time. For this, researcher develop a Gantt chart and it providesthe graphical illustration of schedule that aids to help, coordinate and also track the3
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particular tasks in project. It is a kind of the bar chart that illustrates schedule of project.Mainly, it is used for tracking the schedule of project and able to show the additionalinformation regarding different tasks of project. Research Action and Resources Planning FormKEY ACTIVITIES(MILESTONES)TIME-SCALE (PLAN OFACTION)RESOURCES REQUIRED(EQUIPMENT,SOFTWARE, ANDPERSONNEL ETC.)Research ProposalDiscussion20/10/18Personnel Design and Developmentof Questions,Emails, and Letters25/10/18Personnel Identification of DataSources30/10/18EquipmentsDiscussion with Supervisorto evaluatesources03/11/18Software Submit First Draft ofResearch Proposal with Supervisor08/11/18EmailReview and Amend16/11/18Personnel Submit Final Draft ofResearch Proposalto the Marker23/11/184
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Data Collection: Secondaryand Primary01/12/18Review and Organise Data27/12/18Analyse Data04/01/19Additional Data Collection11/01/19Recommendations,Results andConclusions16/01/19Review and Edit19/01/19Organise and Synthesize19/01/19Submit Final Reports20/01/195
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